The Commercial Manager
Estee Lauder Companies
Total years of experience :17 years, 0 Months
Develops and implements sales strategies to achieve Sales, Net Sales and Net
Operating Profit targets.
Ensures Profitability and Productivity per Store, Region and beauty advisor.Grow Retail Sales.
Develop Stores/regions/accounts to increase and maximize net profitability by optimizing space, location, stock and efficient sales personal resources, and atthe same time minimizing sales costs.
Develop, Educate and Coach Field Team together with the Education Manager.
Retail Sales Projection for the whole portfolio 17 Brands
➢ Deep Dive for Core brands: Estee Lauder, Clinique, Tom Ford, Bobbi Brown,
Smashbox, Fredric Malle & Zegna
➢ Monitor and track the net sales plan and ensuring delivering the plan
➢ Dealing with different sorts of “Distributors”
➢ Forecast Tools by sku level across all distributors
➢ Launching the new Pharmacy brand “Darphin” with a new local distributor
➢ Submitting the studies in monthly basis related to market share, trend, growth to action it
➢ Weekly follow up on retail sales and ensure productivity & plan are delivered well
➢ Full alignment with the head office marketing team in Dubai to ensure having the best execution marketing plan
Responsible to implement the trade marketing plan wisely across all Airports outlets
✓ To make sure the activities are done as per the LOME file
✓ Implement the category management and analyzing the sales figure in order to
have a clear vision for each segment by brand by outlet
✓ Increasing the revenue by 22%
✓ Gaining Market share by 2%
✓ Maintaining Al-Jamal Brands Ranking #1 (No1 in Ahlan and Dammam - No3 in Sky Sales)
Keep building the brand image entire KSA ((Regional & Local Chain)) ✓ Responsible for all brand’s operations
• Trade Marketing: planning the activities in the market “New launches, reboost, events, campaigns with the alignment with L’Oreal. And to make sure it’s done properly with coordination with Merchandising Dept.
o Make sure each activity has it’s ROI which will be translated to the financial situation and global results
o Reporting the marketing result and stand on the results achieved
• Planning: Target setting for the whole year by brand by outlet by category taking into consideration the analytical figures and the trade marketing of the year
• Commercial: Daily following-up the figures “Sell-in & Sell-out” after sharing targets with the team and stand on the achievement status for each POS and making sure they are on track and solving problems if any
o Having proper plan is how to achieve the given budget in order keep the business well predicted and avoid any circumstances
• HR: creating the assessment center for each candidate/promoter
o Coordination with the training dept. to have daily follow up with the new comer for the probation period o Having 12 months evaluation plan program for each promoter
• Finance: Responsible for the “Return on Investment” of the brand in addition to the loss & profitability and the financial statement as well and take the action if needed
• Logistic: Responsible of the stock in general by having KPI of certain months coverage and assorted catalogue in both the warehouse and the market by having proper plan as below:
o Preparing the “Purchase Plan” from the supplier at the beginning of the year based on the several criteria’s
Demand, forecast Al-Jamal/L’Oreal Brands “Lancome, YSL, Armani, Viktor & Rolf, Diesel, Stella McCarteny, Cacharel
✓ Decrease the stock duration “Implement Just in Time Theory” ✓ Staff Sales operations was under my portfolio in KSA
✓ High contribution building new L’Oreal system “DAS”
Handling the following brands inside ((Gazzaz Chain)) entire Saudi Arabia “YSL,
Boucheron, Ermenegildo Zegna, Stella McCartney”
➢ Keep building the brand image in ((Gazzaz Chain))
➢ Responsible for Marketing, Advertising, and Action Plans for the mentioned Brands
➢ Arrangement the Animations inside stores with follow-up and reporting
Saudi Arabia
➢ Launching new lines ((Products)) with whole AD. campaign elements
➢ Set the targets along with action plan for all stores
➢ Follow up daily basis with BA’s
➢ Reporting Sales/Stock Analysis Results (Quantitative & Qualitative) to stand on our performance at the end of Months/Quarter/First Semester/ End of Year
➢ Average Annual revenue: 10, 000, 000 USD
On Behalf of ((Market Manager)) of Saudi Arabia Mr. (Mohammad Khalaf) As Office Manager
➢ Create new system for our “Regional Office” as new company from scratch since it was operated as “Direct to Retail” from Dubai Office
• Point of Sale Audit system
• HR system “Insurance, Salaries & Commissions
• Review the monthly financial situation/statement with our service provider
• Having proper stock allocation in KSA doors “direct from Dubai”
➢ Reporting Sales/Stock Analysis Results (Quantitative & Qualitative)
Economical Studies: Accounting, Marketing, IT, Statistics, International Trade, Management Theories, ECO, HR, Production and operations, macro/micro economics, feasibility, audit, development, services…etc